Marketing and Strategy

We analyse important marketing and management issues, communicating our findings to both the business and academic worlds. We believe we can only do this effectively by achieving the highest standards in research, teaching and consultancy work.

 

Our academics are well known in their fields and have published work in leading marketing and management journals. While we cover the breadth of marketing and strategy, we particularly focus on four key areas of research activity.

Retailing

Our retailing research addresses relevant problems or challenges by applying rigorous techniques and methods. This helps produce conclusions with impact. The uniting element is the use of rigorous, state-of-the-art methods. Increasing attention is placed on research involving Big Data – for example, modelling and predicting behaviour in retail settings.

Recent research includes:

  • Managing retail and service businesses
  • Developing sustained competitive advantages, retail technology and innovation
  • Investigating chain-profit models
  • Improving franchise businesses
  • Understanding the changing role of consumers, employees and organisations in a solution selling environment
  • Assessing changing and evolving relationships between customers and firms
  • Making marketing activities measurable.
Sales and Innovation

Research in this area revolves around the implementation of innovative sales approaches and systems.

Recent research includes:

  • Sales, product and service innovation
  • Team-based selling
  • Managing the implementation of innovative customer service approaches
  • Employees’ ability to offer innovative customer services
  • Management of the company’s sales force for product innovations and green products.
Strategy as Practice

This research draws on sociological perspectives to study the micro-activities of strategy work. Rather than seeing strategy as something that organisations have, we conceptualises it as something that people do through everyday activity – with tools, materials and each other. Several of our researchers have made significant contributions to theory and real-world practice.

We study the roles of different strategy practitioners, including senior managers, middle managers, consultants, professionals and external advisors.  We also focus attention on the micro-practices and routines that actors use, for example, when working with strategy tools, interacting in strategy meetings or running strategy workshops. To get close to the action, SAP typically uses qualitative methodologies, such as interviewing, ethnography, participant observation or video-ethnography, to capture the fine-grained action that unfolds when strategies are being developed, negotiated and enacted. 

Recent research includes:

  • The creation and use of strategy tools
  • The practices of strategic planning
  • Implementation and change
  • The role of top and middle managers and topics related to identity
  • Institutional complexity and ambidexterity
Decision Making and Strategy Process

The Marketing and Strategy Department has a long tradition of quantitatively studying firm-level phenomena such as strategic orientations, slack resources, strategic planning and strategic flexibility and their influence on firm performance. More recently, work has focused on managerial-level issues such as strategic thinking, sensemaking and other facets of management cognition, strategic options and the strategy tools used in decision making.

We use a range of methods appropriate for investigating complex issues in decision making and strategy process research. Recent projects have incorporated qualitative cognitive methods, including sorting techniques, cognitive mapping and laddering techniques as well as in-depth interviews and observations in case studies.

Recent research includes:

  • Brand management, and how consumers conceptualise brands 
  • Decision making in top management teams responsible for strategy implementation
  • Decision making in teams responding to a crisis
Team

Darshan Kitare
Department Administrator

Dr Anna Ackfeldt
Senior Lecturer

Dr Gary Burke
Senior Lecturer

Dr David Carrington
Teaching Fellow

Elaine Clarke
Senior Lecturer

Dr Ian Combe
Senior Lecturer

Rajinder Dool
Teaching Fellow

Dr Andrew Farrell
Senior Lecturer and Research Convenor

Pietro Frigenti
Teaching Fellow

Dr David Gilliland
Senior Lecturer

Dr Keith Glanfield
Lecturer

Dr Iftakar Haji
Lecturer

Anthony Henry
Teaching Fellow

Dr Ronan De Kervenoael
Lecturer

Clive Kerridge
Lecturer

Dr Rushana Khusaunova
Lecturer

Dr Julie Lewis
Lecturer

Dewi Lloyd
Teaching Fellow

Professor Greg Marshall
Professor

Dr Brigitte Nicolaud
Senior Lecturer

Dr Uche Ogwude
Teaching Fellow

Dr Omid Omidvar
Lecturer

Professor Nicholas O’regan
Professor

Nathalie Ormrod
Senior Lecturer

Dr Geoff Parkes
Senior Teaching Fellow

Dr Igor Pyrko
Lecturer

Dr Ali Radfard
Lecturer

Dr Chris Richardson
Lecturer

Mahrokh Roknifard
Researcher and Tutor

Dr Kristina Schmidt
Lecturer

Dr Neil Shepherd
Lecturer

Julius Stephan
Lecturer

Wendy Tabrizi
Senior Lecturer and Head of Marketing and Strategy Department

Carrianne Wallace
Lecturer

Dr Naila Zulfa
Lecturer

Professor Leslie de Chernatony
Honorary Professor

Professor Gordon Greenley
Emeritus Professor

Professor Graham Hooley
Emeritus Professor 

Professor Nick Lee
Honorary Professor 

Professor Peter Leeflang
Honorary Professor

Professor Malcom Macdonald
Emeritus Professor

Professor John Rudd
Honorary Professor

Professor John Saunders
Emeritus Professor